上海电信天翼营业厅通讯产品营销策略研究

发布时间：2018-03-22 20:46

本文选题：天翼营业厅　切入点：市场营销　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：4G时代的到来改变了移动通信的发展面貌,使得各运营商的竞争格局有所变化,其面临的机遇与挑战不断增加。随着我国移动通信4G技术的不断发展,各运营商纷纷开展相关的产品与服务研发工作,并进行了大量的营销工作,以期尽快抢占市场,提升市场占有率,获取利润。本文以上海电信天翼营业厅为研究对象,通过对通讯产品的介绍、营销现状的分析将目前天翼营业厅存在的营销问题总结为:客户转化率低、移动终端未进行市场细分,销量集中于低档机型、客户满意低影响顾客忠诚度、营业厅人员质量有待提高、服务意识不强。通过对上海电信营业厅宏观和微观营销环境的分析得出上海电信营业厅通讯产品营销环境的SWOT,从客户职业、客户年龄和通讯产品的细分三个角度对上海电信营业厅通讯产品的目标市场进行分析,接着采用问卷调查的方式对影响上海电信天翼营业厅营销的因素进行了实证分析,得出价格对客户选择使用哪家运营商,选择哪个营业厅影响最大,除了价格因素外,对客户选择电信营业厅影响程度最大当属营业厅的便利性。其次是口碑,这里的口碑由多种因素造成,其中既包括运营商在客户心中的口碑,也包括该营业厅客户心中的口碑,所以说提高该营业厅在当地的知名度和名誉度对于营业厅完善营销有较大帮助。再次是售后的服务质量。最后,服务的等待时间、营业厅的规模、服务人员的态度、促销活动、营业厅的环境、服务人员的专业性的重要性程度依次递减,在多数人看来的服务人员的专业性的影响程度最低,其缘由是随着人们使用电信产品的年限增加,客户对电信产品都有一定程度了解,对服务人员的专业解释依赖度越来越低。在对上海电信天翼营业厅营销环境、目标市场和实证调研的基础上,本文依据4P理论,提出产品策略上应当聚焦客户需求,依托传统固网优势,实施FMC运营;在价格策略上应当打破营业厅无定价权的僵硬机制,流量套餐采取低价策略吸引移动4G客户和多搞一些价格上的促销活动;在服务策略上应当提升服务的便利性;在渠道策略上应当拓展营销渠道,利用上海电信的O2O网络平台、互联网营销完善现有广告宣传体系、做好不同时点的活动促销、进行末梢营销等几个方面进行上海电信天翼营业厅营销策略的重新设计。
[Abstract]:The arrival of 4G era has changed the development of mobile communication, changed the competition pattern of various operators, and the opportunities and challenges it faces are increasing. With the development of 4G technology of mobile communication in China, Various operators have carried out research and development of related products and services, and carried out a lot of marketing work in order to seize the market as soon as possible, enhance market share and gain profits. This paper takes the Tianyi Business Hall of Shanghai Telecom as the research object. Through the introduction of the communication products, the analysis of the present marketing situation summarizes the existing marketing problems in Tianyi Business Hall as follows: low conversion rate of customers, no market segmentation of mobile terminals, and concentrated sales volume on low-grade models. Low customer satisfaction affects customer loyalty, and the quality of staff in the business office needs to be improved. Through the analysis of the macro and micro marketing environment of the Shanghai Telecom Business Hall, it is concluded that the SWOT of the Shanghai Telecom Business Office Communication Product Marketing Environment, from the customer occupation, This paper analyzes the target market of communications products in Shanghai Telecom Business Hall from three angles of customer age and communication product segmentation, and then makes an empirical analysis of the factors affecting the marketing of Shanghai Telecom Tianyi Business Hall by means of questionnaire survey. It is concluded that the price has the greatest influence on the customer's choice of which operator to use and which business hall to choose. Besides the price factor, the greatest influence on the customer's choice of the telecom business hall is due to the convenience of the business hall. The second is word of mouth. The word of mouth here is caused by a variety of factors, including both the word of mouth of the operator in the customer's heart, and the word of mouth in the heart of the customer of the business hall. Therefore, to improve the visibility and reputation of the business office in the local area is of great help to the business hall in perfecting its marketing. Again, it is the after-sale service quality. Finally, the waiting time of the service, the size of the business office, the attitude of the service personnel, and the promotion activities. In the environment of the business hall, the importance of the professionalism of the service personnel decreases in turn. In most people's view, the professional nature of the service personnel has the least influence, because the reason is that as the number of years people use telecommunication products increases, Customers have a certain degree of understanding of telecommunications products, and rely less and less on the professional interpretation of service personnel. Based on the marketing environment, target market and empirical research of the Tianyi Business Hall of Shanghai Telecom, this paper bases on 4P theory. The paper puts forward that product strategy should focus on customer demand, rely on the advantages of traditional fixed network, implement FMC operation, and break the rigid mechanism of no pricing power in business hall in price strategy. The traffic package should adopt a low price strategy to attract mobile 4G customers and engage in more promotional activities on the price; on the service strategy, it should enhance the convenience of the service; on the channel strategy, it should expand the marketing channels and make use of the O2O network platform of Shanghai Telecom. Internet marketing consummates the existing advertising propaganda system, does well the different time point activity promotion, carries on the terminal marketing and so on several aspects carries on the Shanghai Telecom Tianyi business hall marketing strategy redesign.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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